Target is ending its price-matching program on July 28th. This sudden reversal of the longtime policy has shoppers discussing the move on social media. Many have plenty of feedback for the retail giant. Some are celebrating the action, hoping for less checkout confusion, while others are simply outraged.

Target shoppers still have time to enjoy the retailers price-match policy before it comes to an end on July 28.

Target announced it would no longer match prices from its competitors, like Amazon, Walmart, and Best Buy, starting at the end of this month.